Skip to main content

Ambush marketing: The high of churning out an ad in less than a day

Ambush marketing means different things to different people. Let's first get the pedantic definition out of the way: riding on a rival brand's ad, event or positioning to create publicity for one's own brand. To marketers, it's a huge punt that may give their brands attention and make the competition look duller by comparison. To the sales department, it's yet another expense that may or may not reflect on the topline. But to the agency creative it's nothing short of a high; the intoxicating rush of thinking on their feet, churning something out in less than a day instead of the standard six week deadline.

First off, it's not like a plain vanilla release. Creatives claim they can't sleep the night before, waiting for the nation to wake up and react. Like the time people woke to a Dove hoarding on the morning of July 28, 2010. The hoardings were positioned in the vicinity of a Pantene teaser campaign for "a mystery shampoo" and simply said "There's no mystery, Dove is the No 1 shampoo." "When you're working on an ambush campaign," says Zenobia Pithawalla, ECD Ogilvy Mumbai (who spearheads team Dove), "the feelings are generally mixed." It is the thrill of doing something wicked albeit with a bit of guilt as someone else's campaign becomes the brief for your brand (and invariably the butt of your joke). What you're doing may not be cent per cent right but you just can't wait to do it, she shares.
A year later, the 'Have I Made It Large' campaign featured an uncharacteristically pensive Harbhajan Singh pondering on how ephemeral accomplishment is for Royal Stag. It was rudely deflated by a near frame by frame parody from DDB Mudra for McDowell's. The ads have been joined at the hip by an enterprising YouTube user and the latter invariably gets the laughs. To Bobby Pawar, CCO - South Asia at Publicis Worldwide, who wrote the ad, there was no better joy than making "ridiculous fun" of an ad that he thought went on the holier than thou path. "When something is visibly deep and pompous, it simply opens the door a little bit. All that's left for you to do is just kick it down," Pawar says. There was no adequate brief except to take a shot at how pretentious the ad was, he recounts. There was no logic to what they did, he adds, because if they tried to be logical while subverting the Royal Stag ad, they'd have made a mockery of themselves.
And last year, Dettol riffed on Vim bar, by saying that it wasn't just capable of cleaning, it also killed germs in the process; something that the category leader, never made a claim to. Says Satbir Singh, CCO of Havas Worldwide (Dettol's creative agency), "Ambush advertising garners a huge portion of mindspace in a short time, something that helps when you're establishing a new brand and repositioning its biggest competitor to position yourself by demonstrating how you're better." Personally, he muses, every writer who loves his job would enjoy a slanging match as long as it is good natured and stays civilised.
That is if it's allowed to get off the ground in the first place. Ambushes have always been infrequent because of the several legal elements that come into the picture. Second, you need to either have a strong claim or a clear and provable superiority over the player you're ambushing. Brands have threatened each other with legal action for playing the 'Mine is better than yours' card; for instance Eureka Forbes and Hindustan Unilever in the water purifiers category. So weigh the consequences before you run down your rival. And remember, while everyone likes the occasionally cocky and irreverent jester, no one likes a bully.

Popular posts from this blog

Overview of Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide radically different social actions.

Use social media marketing to listen, analyze, publish, and engage across networks. Align your marketing, customer service, and sales efforts on social — strengthening customer relationships.


Listen and analyze. Hear conversations from over 650 million different sources with social listening tools. Discover what consumers are saying about your brand, your products, and your competitors. Discover trending topics and influential conversations — then use that information to inform your marketing decisions.
Plan and publish. Plan, execute, and track social media marketing campaigns. Customize and craft your content from multiple sources, while protecting your brand with configurable approval rules and a full audit trail. Manage social strategy, tailor campaigns, and drive social awareness…

Future Of Digital Marketing

The Origin of Digital-Marketing: The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and
relevance. 
While the term 'digital marketing' may not have been used until the 1990s, digital marketing itself has roots to the mid-1980s when the Soft Ad Group, now ChannelNet developed advertising campaigns for several major automobile companies, wherein people would send in reader reply cards found in magazines and receive in return floppy disks that contained multimedia content promoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and marketing. Fueled by the proliferation of devices to access digital media, this has led to the exponential growth of digital advertising.
In 2012 and 2013 statistics showed digital marketing remained a gro…

Why Digital Marketing and Web 2.0 Important To Business?

DIGITAL MARKETING

Digital marketing technology helps you understand and reach your audience most effectively so you can generate the most revenue.  For advertising campaigns, ad serving technology makes it possible to serve the right ad at the right time to right person.  That means your advertising is being as productive as possible. When technology is working for you, you’ll understand your audience at a whole new level, and it will show up on your bottom-line.


NEED FOR THE STUDY The pace of change in today’s business environment is faster than ever. New markets, technologies, and opportunities are arising on a daily basis. Current ways of doing business need to be adapted or they will become outdated. Organizations and enterprises have to become agents of evolution to be successful; as victims of evolution they risk failure. With so many dynamics operating in the global economy, Digital Marketing is now more than ever an effective tool to make a company stand out from the pack.

The pe…